JESSICA HAWKINS Champions Female Fanbase at Aston Martin’s Cultural Revolution

November 13, 2025

• JESSICA HAWKINS is spearheading Aston Martin’s revolutionary approach to female fan engagement, serving as both head of F1 Academy and driver ambassador while being the first woman to drive a modern F1 car in almost half a decade. Her dual role perfectly captures the evolution we’re witnessing – she’s simultaneously breaking barriers on track while mentoring the next generation of female talent.
• Under Hawkins’ leadership, Aston Martin has achieved something remarkable: nearly a third of their fanbase is now women, and their cultural partnerships are actually working. The team’s collaboration with skincare brand ELEMIS, featuring HAWKINS as the face of the deal, represents the kind of authentic crossover we’ve been waiting for – not tokenism, but genuine recognition that women belong in this space.
• HAWKINS is directly mentoring 19-year-old TINA HAUSMANN, the rising star featured in Netflix’s F1: The Academy series, creating a clear pathway for the next generation. This mentorship demonstrates how far we’ve come from the days when young girls had to beg their fathers to try karting – now there are visible role models showing that F1 truly is “a sport for them as well.”

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